Artist News Gigs & Festivals

Apple to take iTunes Festival to SXSW

By | Published on Thursday 20 February 2014

iTunes Festival & SxSW

After several years of running its annual month-long iTunes Festival at the Roundhouse in London, Apple has announced that it will be launching another version of the event at this year’s South By Southwest. A festival within a festival, I guess you could call it. But let’s not, eh?

Anyway, the festival within a festival will take place over five nights at the Moody Theater in Austin, Texas (obviously) and will feature the musical stylings of Coldplay, Imagine Dragons, Pitbull, Keith Urban, Willie Nelson, London Grammar, ZEDD and GRL. Plus some others, who are still to be announced. Pharrell, probably. He seems to be quite popular, and also has an album out in March.

Eddy Cue, Apple’s Senior Vice President Of Internet Software And Services, said of all this (except my Pharrell specualation): “The iTunes Festival in London has become an incredible way for Apple to share its love of music with our customers. We’re excited about the incredible line-up of artists performing and SXSW is the perfect place to debut the first iTunes Festival in the US”.

As with the UK edition, even if you’re unable to attend, you’ll still be able to watch all the performances through the iTunes Festival apps on your Apple devices. Or say that you’re going to do that and then just forget, as is more often the case. For me, anyway.